DELHI, INDIA — Kinnect, a part of the FCB India Group is India’s leading creative, data, and digital media powerhouse. It has recently launched an awareness campaign for Bausch+Lomb India to throw light on corneal transplants and urge audiences to sign up for eye donation. Named #AllEyesDream, the campaign is a window of hope for the visually disabled.
Bausch + Lomb, a leader in the eye care category, has reiterated methods and measures to ensure care for our vision through various online as well as offline campaigns. While in the past, its initiatives were widely associated with its primary audience of contact lens users, they wanted to target a part of the society that the brand hasn’t been able to cater to through its products – the visually disabled.
Identifying a lack of awareness around eye donation and observing that not many people come forward to donate the eyes of their deceased family members due to myths and false beliefs, the brand launched #AllEyesDream to urge people to sign up for eye donations. The campaign was launched during Christmas with a DVC that had dark visuals showcasing what celebrations looked like to visually impaired individuals. The film showcased the small moments of joy that visually disabled people have been missing out on and highlighted how we could help them see better with this initiative.
Simultaneously, the brand collaborated with the Eye Bank Association of India to provide information about eye donation. Bausch + Lomb added a page on its website to provide information about the donation process. A strong social media amplification was conducted leveraging multiple platforms; the brand posted various myths and concrete factual information busting these myths around eye donation and redirected people to sign the pledge onto the site.
Within a month, one lakh visitors have accessed information on the website for eye donation, and 220 have signed up to donate their eyes.
Commenting on the campaign, Mr. Sanjay Bhutani, MD, Bausch + Lomb India, said, “The brand has consistently helped people change their opinion about different facets of eye care and society. This time, we wanted to reach a part of the society that the brand hasn’t been able to touch through its products – the visually disabled. With #AllEyesDream, conceptualized by Kinnect, we wanted to create an emotional connection with the audience to make them wonder what the festive season looks like to those who can’t see. Through this campaign, Bausch + Lomb India, as an eye care brand, aims to create awareness around corneal transplants and humbly urge the audience to sign up for eye donation to add a window of hope to someone’s dreams.”
Henna Pande, Vice President (North), Kinnect, said, “At Kinnect, we feel small actions go a long way. That’s what became our base for this campaign. It’s not another run-of-the-mill campaign that spreads awareness but compels action. We are happy to lead change and substantially impact #AllEyesDream.”
